Eldon Square, Newcastle’s leading shopping centre, has launched a meaningful new initiative in partnership with local charity Bright Futures to tackle period poverty in the city.
The campaign, Package for Ethel, is fully funded by Eldon Square and offers a discreet, accessible way for anyone in need to access free menstrual products while shopping. Participating stores throughout the centre are now providing period essentials—no questions asked.
To receive support, shoppers simply request a ‘Package for Ethel’ at any till point. They’ll be handed a plain white envelope, subtly embossed with the Eldon Square logo, containing the necessary products. The scheme is designed to offer immediate, compassionate assistance with dignity and respect, without any need to explain or prove their circumstances.
The campaign takes inspiration from Ethel Williams, Newcastle’s first female doctor and a trailblazer for women’s rights. A passionate advocate for health and equality throughout her life, Ethel’s legacy lives on through this initiative – a bold step toward breaking down the barriers around menstrual care and empowering women and girls across the city.
As part of this city-wide effort, customers are also now able to donate menstrual products at Eldon Square’s Customer Service Desk, located opposite Fenwick. All contributions will go directly to Bright Futures, a charity based in South Shields that supports over 5,000 young women every year. Through two dedicated community hubs, Bright Futures delivers a wide range of services aimed at improving wellbeing, education, and empowerment for women and girls.
The Package for Ethel campaign is of real importance with data1 showing that 10% of girls in the UK have been unable to afford menstrual products and 12% have had to improvise menstrual products due to affordability issues. The stark reality of this data is something that Eldon Square and Bright Futures are keen to combat.
“Eldon Square invites the public to stand together against period poverty. Whether by donating, spreading the word, or simply using the service when needed, everyone has a role to play in ensuring
Helen Cowie, Centre Director at Eldon Square
that menstruation is never a barrier to dignity, confidence, or full participation in daily life.”
“We are thrilled to be a part of this pioneering project. By spreading awareness about Package for Ethel with friends, family, and colleagues, we can all help break the stigma around menstrual
Dominique Hendry, Project Manager at Bright Futures
health and ensure that no one in Newcastle is left without the essentials.”
Funded by Eldon Square, participating retailers include New Look, The Body Shop, Lush, Hollister, River Island, Bravissimo, Claire’s, Miniso, Sephora, Boots, and Eldon Square’s own customer service team. Each has committed to offering packages for anyone who needs them, in a safe, discreet, and respectful way.
To find out more about the project please visit: https://eldonsquare.co.uk/package-for-ethel/
